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A Preview –

CIFF Guangzhou, China 2013 - The world’s largest

office furniture exhibition

Guangzhou

As global market dominance continues to gravitate toward China, the office furniture industry is no

exception. This will again be in evidence at this March’s 2013 CIFF-Office Show in Guangzhou, the

largest office furniture exhibition in the world. And just like the Chinese office furniture market itself,

while there has been no disputing its size for some years, its quality and significance is now being

realised, too.

27 – 30 March 2013 - http://officefurniture.fairwindow.com/en/

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China Import and Export Fair Complex, Guangzhou

Guangzhou itself, formerly known as Canton, is an exciting and highly appropriate venue for the

exhibition. The country’s third largest city and capital of Guangdong Province, it is the most

industrialised area in China, booming with business potential. The two thousand year old city boasts

an eclectic mix of architecture ranging from traditional temples, European cathedrals, modern

towers and environmental masterpieces, while its port has been one of China’s most important for

centuries.

The Spring Festival and Chinese New Year (the Year of the Snake) will have just passed when the fair

is held and as is custom, Chinese businesses will just be returning refreshed and ready to plan. For all

those in attendance from around the world, it too then will be a week of great opportunity.

The CIFF-Office Show, which is the second phase of the China International Furniture Fair (CIFF), an

event now in its 31st

year, will be a monstrous event. Over 900 companies will exhibit on over

210,000 square metres floor space. More than 60,000 people are expected to visit Guangzhou’s

China Import and Export Fair Complex, Asia’s largest exhibition centre, which is an ultra-modern

architectural achievement combining imposing size with clever environmental awareness.

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The exhibition complex might be a metaphor for the fair itself: although the show is enormous, its

theme is delicacy, the organisers emphasising ecologically friendly products and workplace well-

being. Exhibitors have been encouraged to display products made from natural, unfinished materials

while a host of lectures and seminars will discuss the industry’s sustainability and attention to

workplace health.

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Although some of the big-name American and European brands may not be there, the industry

significance of the event continues to multiply and the opportunity is huge for those manufacturers

which do decide to exhibit. Last year, some 18,000 registered potential buyers visited the show, a

quarter of which were from large European companies. As such, companies from East Asia and the

Pacific continue to develop their global brand at the Fair, while China, already the world’s largest

office furniture exporter and domestic market, polishes its global appeal. Among the big names

showing will be Japan’s Kokuyo and Itoki, Livart from Korea and the Chinese giant, Sunon. These will

exhibit alongside globally established European names like Bene, keen to grow their slice of this

dynamic market.

John Sacks

London, England, January 2013

John Sacks is the managing partner of JSA Consultancy Services of London - specialists in providing

strategic marketing and product advice to companies in international office and contract furniture and

furnishings industries.

3 Field Court

Gray’s Inn, London, WC1R 5EP, England

www.jsacs.com

john.sacks@jsacs.com

Tel: +44 20 7269 7986